Episode 7: Why features and benefits don't work.
Features and benefits: so revered and maligned at the same time! People in sales use them religiously – because what else do they have? – while people who study human decision-making tell you why they don't work. By themselves, they are a weak sales asset. But they can be very powerful when used in conjunction with your purpose.
Episode 8: How Nike became an emotional resonance company. Until 1986, Nike was a features and benefits company. In 1986, it transformed into an emotional resonance company with the launch of its Purpose: the immortal "Just Do It". In the next episode, I describe how and why Nike made this choice.
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